How to Retarget Using Amazon DSP

Amazon DSP (Demand-Side Platform) is one of the most powerful tools for advertisers today. It allows you to programmatically deliver display, video, and audio ads both on Amazon-owned properties and across thousands of third-party websites and apps.

One of the most effective tactics within DSP is retargeting. Retargeting ensures you do not lose potential customers who have already interacted with your brand. Instead of letting them slip away, you remind them about your products, build familiarity, and encourage them to complete their purchase.

In this guide, we will explore how to retarget effectively using Amazon DSP, why it is so valuable, and what strategies can help you achieve the best results.

What Is Retargeting in Amazon DSP?

Retargeting means serving ads to people who have previously engaged with your brand in some way. With Amazon DSP, you can retarget shoppers who:

• Viewed your product detail pages but did not purchase
• Added items to their cart but abandoned them
• Purchased related products and may be interested in complementary items
• Browsed similar products in your category

The idea is simple: these shoppers have already shown intent. By reminding them of your product, you increase the chances they will convert.

Why Retargeting Matters

1. Higher intent: Retargeted shoppers are closer to buying compared to cold audiences
2. Better conversion rates: Retargeting often delivers higher ROAS than awareness campaigns
3. Brand recall: Repeated exposure keeps your brand top of mind
4. Cross-sell and upsell opportunities: Retargeting is not just for missed conversions — it also helps you promote additional products to past buyers

Without retargeting, you risk losing potential customers who might have converted with just one more touchpoint.

Types of Retargeting in Amazon DSP

1. Product Detail Page View Retargeting

Target shoppers who visited your product detail page but did not complete a purchase.

Example: Someone views a listing for a premium water bottle but leaves without buying. With DSP retargeting, you can show them an ad later that highlights features, reviews, or a limited-time offer.

2. Cart Abandonment Retargeting

Target users who added items to their Amazon cart but did not check out.

Example: A shopper adds your organic coffee to their cart but abandons it. Retargeting ads can remind them to complete their order, possibly with a discount or free shipping incentive.

3. Brand Store Visitors

Retarget people who visited your Amazon brand store but did not purchase.

4. Purchase-Based Retargeting (Cross-Sell or Upsell)

Target shoppers who purchased one product and may need a complementary or upgraded item.

Example: Someone who bought a camera can be retargeted with ads for lenses, tripods, or carrying cases.

5. Audience Retargeting Based on Similar Interests

Amazon also allows retargeting of lookalike audiences — shoppers with behaviors similar to those who engaged with your brand.

How to Set Up Retargeting Campaigns in Amazon DSP

Step 1: Define Your Goal

Do you want to recover abandoned carts, cross-sell to past customers, or boost brand recall? Your strategy will differ based on your objective.

Step 2: Build Audience Segments

Use Amazon audience data to create retargeting segments such as product viewers, cart abandoners, or past buyers.

Step 3: Choose Ad Formats

Select creatives that match your goal:

• Static display ads for reminders
• Video ads to highlight features
• Dynamic ads that automatically show the exact product the user viewed

Step 4: Set Frequency Caps

Avoid showing ads too often. Frequency capping prevents ad fatigue and keeps your campaigns efficient.

Step 5: Launch and Monitor

Run your campaign, then monitor performance metrics such as CTR, conversions, and ROAS.

Step 6: Optimize Regularly

Adjust targeting, creatives, and bids based on performance insights.

Best Practices for Amazon DSP Retargeting

1. Personalize Creatives

Generic ads may not convince a shopper to return. Personalize your messaging:

• Highlight the exact product they viewed
• Use urgency (“Limited stock available”)
• Showcase reviews or ratings

2. Use Dynamic E-Commerce Ads

Dynamic ads automatically display the specific product a shopper viewed. This makes the ad more relevant and increases conversion chances.

3. Segment Audiences by Behavior

Not all shoppers should be treated the same. Segment them based on:

• Product page viewers
• Cart abandoners
• Past buyers for upsell opportunities

Tailor messaging for each group.

4. Balance Frequency

Too many impressions can annoy users. Too few may not be enough to drive conversions. Test different caps to find the sweet spot.

5. Refresh Creatives

Rotate creatives regularly to avoid fatigue. Use seasonal offers, new designs, or fresh headlines.

6. Optimize Landing Pages

Ensure your product detail pages are optimized with high-quality images, bullet points, and reviews. Retargeting only works if shoppers find the landing page convincing.

Example: Retargeting for a Fitness Brand

Imagine you sell fitness equipment on Amazon.

• Step 1: Product viewers: Shoppers browse your resistance bands but do not purchase. Retarget them with ads showing benefits like portability and durability.
• Step 2: Cart abandoners: Some shoppers add the bands to their cart but leave. Retarget them with an ad offering free shipping.
• Step 3: Past buyers: Customers who bought a yoga mat are retargeted with ads for your new foam rollers.
• Step 4: Frequency control: Limit impressions to avoid ad fatigue, setting a cap of 3 impressions per week.

By using these layers of retargeting, you maximize conversions while keeping your brand in front of shoppers at the right time.

Common Mistakes to Avoid

1. Not segmenting audiences: Treating all shoppers the same wastes opportunities
2. Weak creatives: Ads that are too generic do not encourage action
3. Overexposure: Showing ads too often can annoy potential buyers
4. Ignoring cross-sell and upsell: Retargeting is not only about missed sales; it is also about increasing order value
5. Neglecting product page optimization: Even perfect retargeting fails if the landing page does not convert

How AI Enhances Retargeting in Amazon DSP

AI takes retargeting to the next level by:

• Predicting which shoppers are most likely to convert
• Personalizing ad creatives for specific segments
• Automating bid adjustments in real time
• Analyzing large datasets to identify patterns in behavior

By combining AI with DSP, you can make your retargeting campaigns smarter, more efficient, and more profitable.

Final Thoughts

Retargeting with Amazon DSP is one of the most effective ways to increase conversions and maximize return on ad spend. By targeting shoppers who already showed interest in your products, you focus your budget where it matters most.

To succeed, build clear audience segments, personalize creatives, balance frequency, and continuously optimize your campaigns. Do not stop at recovering abandoned sales — use retargeting to cross-sell, upsell, and build customer loyalty.

With AI-powered insights and Amazon's rich shopper data, retargeting is not just a recovery tactic — it is a growth strategy. If you make retargeting a core part of your Amazon DSP campaigns, you will see stronger conversions, higher sales, and long-term customer relationships.